The Impact of Stakeholder Engagement and Relationship Marketing on Aviation Market in Southeastern Europe

The purpose of this chapter is to review the regulatory challenges of the aviation business environment in Southeastern Europe and to assess their impact on the market. The topic touches on a significant business and management issue as regulatory requirements, deregulation processes, and employment practices jointly affect organizational performance in the market. A review of theory assesses which models provide an effective theoretical framework for addressing the research problem. The methodology then employs primary qualitative research to collect data from interviews with senior officials in the industry, utilizing participant insight, and expertise to extend knowledge on the topic. The triangulation of data and theory enables thematic analysis of the findings and suggests practical recommendations for organizations facing the triple issues of regulation, deregulation, and changing employment practices in the aviation industry. The research concludes that: taking a systems approach enhances responsiveness to the demands of dynamic markets; facilitating deeper stakeholder engagement supports value creation and trading; and adopting a relationship marketing orientation boosts performance through relational exchanges in market networks.